Ignited Online Fundraising Community June 14, 2012 Women Do It Better Ignited Online Fundraising Community June 14, 2012 Melissa S Brown ~ Principal ~ Melissa S. Brown & Associates, LLC

Overview Women’s capacity to give Women’s propensity to give Why are there differences? How can we use this knowledge to help fundraising?

Women increasingly important economically http://www.cwlc.org/work/priorities/womens-health/working-women-50 http://www.womensdish.com/hairstyles-for-working-women.html About 50% of workforce is women Although lower-wage jobs on average than men One estimate: 41% of wealth controlled by women Earnings : homes, retirement, insurance Inheritance Current status as married is associated with more giving Even after controls for income (Rooney et al) U.S. Census

Millions of People 2009: US Census data 2018: Estimates. P. 7 booklet

Never-married women without children are more likely to give than are people in other groups Never-married men with low wage jobs are less likely to give than anyone Rooney, et al 2005. http://makelifemagic.blogspot.com/2012/04/how-to-make-sure-youre-giving-to-right.html

Which is true? (1) Women are more likely than men to say they give because A They want to provide services where government can’t or won’t. B They feel a responsibility to help others. C They want to give back to community. D They want to control where their money goes. http://livingonlessmoney.blogspot.com/

Ignited Onine Fundraising Community - June 2012 - Women Do it Better Which are true? (2) Men are more likely than women to say they give because… A They want to provide services where government can’t or won’t. B They feel a responsibility to help others. C They want to give back to the community. D They want to control where their money goes. http://www.nett.umich.edu/nett/community_ Melissa S. Brown Associates LLC 2012

Lower amounts per charity to more charities Women typically support a larger number of charitable organizations than men Yörük finds single women give to more types of charities – at lower amounts – than single men Except not lower $ for religion or health.

Women are more likely than men to give After CONTROLLING for income, education, church attendance, and other variables Women are more likely than men to give Women give more in total than men, but spread it around more, too. Mesch, Brown, et al. 2011. Intl Jrl Nonprofit & Voluntary Sector Marketing

Summary for households… Husband alone: Fewer charities, more $ Characteristic of HHs where man earns more Wife alone: More charities, fewer $ each Both together: total giving higher by 7% http://www.guardian.co.uk/commentisfree/2010/nov/10/civil-partnerships-marriage-lite Yӧrük, 2010, Jrl of Human Resources

The ideal donor? A person connected to your organization Who makes financial decisions in the household (alone or married) Whose spouse, if one, is ALSO committed to your organization’s purpose Photo: http://www.mckimconsulting.com/our-services/mission-and-organization-realignment/donor-relationship-management-drm/

What is even more important that statistical averages? Data about what your donors do! How can you improve donor and prospect records to reflect what you now know about differences in giving by gender?

Why are there differences? Theory Innate differences – empathy in particular Socialization differences – girls’ roles Reality Men have more money  give more in absolute terms before controls Women are more connected (often church)  more opportunities to give Einolf, 2011, Nonprofit Vol. Sector Qrtrly

Women “predisposed” to give All age groups of women out-score all age groups of men in Empathy I feel sad when I see… Women out-score men in same age group in “principle of care” People should …. Mesch, Brown, et al. 2011. Intl Jrl Nonprofit & Voluntary Sector Marketing

Boomer women Large cohort Most are donors – life stage, income, etc. Score highest of all groups “empathy” AND “responsibility” Mesch, et al. 2011 Photo: Image: Sporrer/Rupp via Cultura/ZUMAPRESS.com.

It’s who you know… Religious participation higher for women Social networks VERY closely associated with giving. E. Brown & Farris, 2007 Religious participation higher for women Women often more active with school groups Rising numbers of women in professional associations and community leadership orgs.

Getting women engaged Women often give and give more when they are ACTIVELY ENGAGED Volunteers, including in leadership roles Past, present, or future beneficiaries Linked by friend or family to organization Connected to issue your org serves Women’s Philanthropy Institute Photo: http://raws.adc.rmit.edu.au/~s3326816/blog2/?cat=7

Women like to see change How can you show that your organization will use her donation to: Improve people’s lives Add to other donations to achieve something big (GiveALittle.org) Create permanent change

An interesting tidbit Giving increases… From men when they know what others give. From women when the gift is characterized as kind or generous. Croson et al Shang, presentation

Putting it into action Engage first Impact, lasting change Boomers “responsibility” Xers “community” Millennials “world” Impact, lasting change

‘Generous’ gifts Reach Boomers Network and network some more http://ucsdnews.ucsd.edu/newsrel/soc/07-07ObesityIK-.asp

Thank you!! Melissa Brown Melissa@MelissaSBrownAssociates.com 317-506-5651 Services available: Surveys and data analysis Case statement preparation For more: www.MelissaSBrownAssociates.com